The green lifestyle is gaining more and more influence. The so-called LOHAS are becoming the driving force of the green economy: people who pursue an ecologically oriented lifestyle while not wanting to compromise on quality, enjoyment, and modern design. In North America and Europe, 30 percent of the population already embraces this Lifestyle of Health and Sustainability (LOHAS). The new eco-boom is transforming the economy like no other trend. There is hardly a supermarket left that does not also offer organic products. However, eco-products and ecological aspects are also playing an increasingly important and central role in other sectors such as clothing, tourism, high-tech, housing, and travel. Trend researchers Dr. Eike Wenzel, Anja Kirig, and Christian Rauch from the renowned Zukunftsinstitut describe which economic sectors are benefiting from this new consumer culture.